The Website Funnel dashboard summarizes tracked activity involving your website, quote forms, contracts, payments, and bookings for the selected date range.
Each row is counted separately. The numbers do not necessarily represent the same customers moving through every step.
What each row means
| Row | What the count represents |
|---|---|
| Visitors | Tracked visitors, totaled across the selected dates. A returning visitor can count again on another day. |
| Quote Page | Visitors who viewed your quote form. Returning visitors can count again on another day. |
| Quote Confirm | Visitors who submitted your quote form. Returning visitors can count again on another day. |
| Contract Page | Distinct tracked IP addresses that viewed a contract during the selected period. |
| Signed | Distinct tracked IP addresses associated with contract-signing activity during the selected period. |
| Paid | Distinct tracked IP addresses associated with payment activity during the selected period. A deposit can count; this does not mean the balance is paid in full. |
| Bookings | Distinct customer contacts with at least one quote created during the selected period that currently has a confirmed or complete status. Multiple qualifying bookings for the same contact count once. |
Bookings uses the quote’s creation date, not the event date or the date the booking was confirmed. It can also include bookings that did not originate on your website.
How the conversion percentages work
The Conversion column shows ratios between the row counts, rounded to the nearest whole percent. Each ratio below is multiplied by 100 to produce the percentage.
| Row | Current calculation |
|---|---|
| Visitors | Always displays 100% as the starting reference. |
| Quote Page | Quote Page ÷ Visitors |
| Quote Confirm | Quote Confirm ÷ Quote Page |
| Contract Page | Quote Confirm ÷ Contract Page |
| Signed | Signed ÷ Contract Page |
| Paid | Paid ÷ Signed |
| Bookings | Bookings ÷ Paid |
Please note: The Contract Page calculation currently runs in the opposite direction from the surrounding comparisons. For example, 833 quote confirmations and 1,390 contract viewers display as 60%. That does not mean 60% of quote submissions reached a contract.
Why can a percentage exceed 100%?
The rows count different kinds of activity and are not limited to the same group of customers.
For example, if the dashboard shows:
- Paid: 405
- Bookings: 471
The Bookings percentage is 471 ÷ 405 × 100 = 116%.
This does not mean that 116% of paying visitors booked. It means the dashboard counted more qualifying booking contacts than IP addresses with tracked payment activity. A booking does not need to appear in the Paid row to be included in Bookings.
Why don’t the counts steadily decrease?
Customers do not always follow every step during the same date range. Someone might submit a quote before the selected period, then view or sign their contract within it.
The counting methods also differ:
- The first three rows normally total daily visitor counts.
- Contract Page, Signed, and Paid count distinct IP addresses across the entire selected period.
- Bookings counts distinct customer contacts.
An IP address is not an exact measure of a person: people can share an internet connection or use different connections.
Getting the most from this dashboard
Use the funnel to compare activity over similar date ranges and identify stages worth investigating. Treat the percentages as comparisons of recorded activity rather than exact customer-by-customer conversion rates.
For exact booking totals, payment amounts, or outstanding balances, use the corresponding lead and payment reports.